Bob,
Recall the 25 November 1996 article, "P&G Begins Selling New Ulcer Drug."
biz.yahoo.com
The article said that in December (1996), P&G will kick off a national marketing campaign to make health care professionals aware of Helidac Therapy's ulcer-causing bacterial eradication benefits, unique packaging designed for compliance and low price....P&G plans to promote Helidac Therapy, which has an average wholesale price of $77.70, through health care professional magazine advertising and direct mail campaigns to physicians. In addition, P&G's health care sales force will call on health care professionals, including managed care executives, to make them aware of Helidac Therapy's benefits....P&G makes and markets prescription and over-the-counter products in 60 countries.
Soon there's going to be an explosion in media coverage of H. pylori. A CDC announcement recommending diagnosis and treatment is inevitable, and following it, people will seek treatment for not only ulcers, but also cancer prevention.
Quidel's other one step products will benefit indirectly from the P&G/Quidel agreement. By providing two free samples, physicians will become acquainted with Quidel's simple Generation III test format. If they're impressed with it, and I'm sure they will be, they'll check out Quidel's other tests.
Wall Street will "discover" Quidel following its earnings surprise announcement on 23 January 1997. Analysts will then begin investigating Quidel's story, and we all no what will happen then.
Also significant was the whopping 624,900 shares that traded today.
Mike |
